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April 28, 2008 10:26 am
A career in denim was pretty much inevitable for Chloe Lonsdale. Her father, Tony Lonsdale, founded the Jean Machine, a line of boutiques that introduced fashionable dungarees to the British public; her godfather, Tony O’Gorman, started Made in Heaven, a leading U.K. denim label in the 1970’s; and her mother, Chekkie Maskell, was a Made in Heaven model (in fact, that’s how she met her husband). “Growing up, my parents were always in jeans,” Lonsdale recalls. “I thought everyone dressed that way.” Three and a half years ago,
she decided the time was right to get back into the family business and revive Made in Heaven. Now known as MiH, the line concentrates on vintage styles like the Marrakesh, a slightly high-waisted, kick-flare cut that’s
based on a pair Lonsdale’s mother favored in the seventies. For fall, Lonsdale’s gone one step further with an homage to her mother’s signature look called the Marrakesh Patchwork, a limited-edition iteration that
re-creates an actual pair of her mother’s denims, “right down to the stars she had appliquéd on them.” “I don’t want the line to be a total reproduction of seventies styles,” Lonsdale continues. “Even when we take
things from our archives, we update the cuts and make sure that the details aren’t too dated. It’s got to be about what girls want today.”
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